He knows more about your products than you do. He connects instantly with all the other customers. If he’s not pleased, he can pretty much do anything to send a company into oblivion. RIP, Thomas Cook. Omnipotent, omniscient, omnipresent. The customer is not the king anymore. He is more like a God. In this incredibly demanding, competitive and connected market, we need to understand our customers better than ever. In this session, I am offering you the means to understand and please the eCommerce God. You don’t need offerings. You just need the right offers.

1. The king
is dead.
Long live
the… God?

2. 6 years in the business of understanding
customer experience

3. Trafic
Growth eCommerce formula
Conversion
Rate AOV Revenuex x =

11. Omnipresent?
Omniscient?
Omnipotent?

12. There is only one boss.
The customer.
And he can fire everybody in the
company from the chairman on down,
simply by spending his money
somewhere else.”
Sam Walton

13. If you ignore the customer...

14. You can’t be
too big to fall

15. They had data since 2009...

16. Acquiring customers is more
expensive than ever
Since 2013, Facebook CPC has grown 8 times,
while retail eCommerce sales worldwide have
increased by 158%
Retail eCommerce Sales worldwide 2013 -2018 (158% growth)
Average Facebook CPC 2013 - 2018 (800% growth)

17. Source: https://www.omniconvert.com/customer-retention-study

19. >12k orders next day after the
video was published
> $4500 to make the video ad
> $10k initial advertising
budget

20. Dollar Shave Club
> Funding: $163M
> 4m subscribers
> Acquired by Unilever for $1B

21. Casper
> Funding: $340M
> $100M revenue
> Limited mattresses choices

23. Warby Parker
> Funding: $291M
> $340M revenue

25. Producer
1
Importer Retailer Consumer
2 3 4
Producer
1
Consumer
2
B2C
D2C
Distribution
Direct sale
Wholesale
Producer Consumer
Better margin
Better know-how
Higher valuation
Lower costs
Better experience

26. 1 2
3 4

27. Traffic-centric Order-centric Product-centric Customer-centric
1 2 3 4
LTV, Cohorts, CoCA,
Retention Rate, NPSWhat KPIs
Google Analytics,
eCommerce back-end
Order management
system
WMS,
ERP, CRM, BI tools
Customer intelligence
Customer satisfaction
Project Manager
Demand Generation
Fulfilment
Business analyst
Customer service
Acquisitions
Data analyst
Customer experience
eCommerce Maturity phases
Inventory turnover
% Out of stock, COGS,
Margin
Visits, Bounce-rate,
CPC, CTR
Conversion, Cart
abandonment rate,
Orders/day, Revenue
What tools?
Which
functions?
+
+
+
+
+
+
+
+
+

28. http://bit.ly/ecommKPIS

29. RFM Groups
Depending on the client base one can define fewer or more of the RFM groups exemplified above. For small client bases there’s no need to
have a large number of groups. The idea is to have manageable chunks of people that share a particular behaviour in relation to your website.
True Lovers
Your most frequent buyers, have placed the highest number
of orders and of the highest value.
Ex-Lovers
They used to be True lovers, but have dumped you.
Lover
Active, have placed a good amount of orders or significant value.
Potential lover
Potential to become active customers, have placed more orders
than Flirting.
Flirting
Have placed more than 3 orders of high value.
Passionate new guy
Have placed their second order, high average order value.
Platonic friend
Active, have placed a moderate amount of orders or moderate
value.
About to dump you
Rather inactive; have placed last order more than half a year ago.
Fresh apprentice
Fresh ones, have just placed their first order.
Breakup
Inactive, low value spenders.

30. RFM Analysis
RFM analysis reveals data
anomalies that will allow
eCommerce managers to
understand which are the most
important groups of customers
when they balance the customer
acquisition cost with the margin
they generate.
“Soulmates” customer group is the
smallest but also the most
profitable.
Soulm
ate

31. 1 True Lover generates as much
margin as
397 fresh customers.
Is it smart to treat everyone
the same?

32. Depending on the client base one can define fewer or more of the RFM groups exemplified above. For small client bases there’s no need to
have a large number of groups. The idea is to have manageable chunks of people that share a particular behaviour in relation to your website.
True Lovers
These customers bought:
> Most recently
> Most often
> Biggest monetary values
R F M5= 5= 5=

33. Ex-lovers
These customers bought:
> A long time ago
> Many times
> Big monetary values R F M1= = =5 5
Depending on the client base one can define fewer or more of the RFM groups exemplified above. For small client bases there’s no need to
have a large number of groups. The idea is to have manageable chunks of people that share a particular behaviour in relation to your website.

34. NPS by product category
Monitoring NPS for each product
category allows marketers and CX
to work closely with merchandising
and acquisition departments so
that they fix potential issues with
various product categories.

35. 3
Qualitative
Research
Reasons &
Buying frictions
Products/Brands
Insights
Which are the most
valuable customers and
their margin contribution?
City/Location
Insights
Customer Experience Optimization Flow
2
CoCA Cost of Customer
Acquisition
Customer
Segmentation
1
4
Ideal Customer
Profile (ICP)
Which are the most
important customers - value
& attributes
socio-demographics
5
Buying
Patterns
6
ICP
Insights
Anomalies
Improve Ad spending
Improve eMails
Improve website
7
Ongoing Segmented
Qualitative Surveys
8
Customer Retention
Strategy
9
Ongoing
Personalization
Channels:
SMS/Web/Apps/email/Ads/
Direct Mailing
Net Promoter
Score

36. Customer
Segmentation
Customer
Health Score
Customer
Retention
Customer
Satisfaction
Buying
Patterns &
Anomalies
Omnichannel
Personalization

38. Why
should you spend
3 times more on advertising
products you sell with low or no
margin to customers that will never
come back?

39. Maybe it’s time to
focus on what
matters?

40. Lifetime
Value
The Real growth eCommerce
Formula
# of
Customers
Growth- x =
Customer
Acquisition Cost

41. CEO &
Founder
www.omniconvert.com
https://linkedin.com/in/valentinradu
Valentin
Radu
See you tomorrow at 11AM & 4PM!
Secondary stage in the Expo Area
(first floor, booth no. 24)

42. Questions?